How to Be a Spin Doctor

by Paul Richards

Spin doctors are seldom out of the news for long. But who really understands what 'spin' is, or what spin doctors do? The media has moved on from a world where press officers carried piles of newspapers to the office each morning, when Twitter was what birds did and mobile phones were the size of bread loaves. Thank goodness Paul Richards is here to explain spin doctoring in a digital world. Essential reading for anyone who wants a career in communications or is intrigued by what keeps the cogs turning behind Parliament, How to Be a Spin Doctor covers all the essential skills, such Snagging positive media coverage Creating eye-catching news releases and photo opportunities Avoiding the endless traps set by journalists Paul Richards challenges the increasingly negative connotations of spin, arguing that it is neither a dishonourable practice nor a new one; it's simply the most practical way to convey information or make a point. The truth of the matter is that the spin doctor's trade secrets can be useful to anyone trying to promote a company, client or to protect reputations, get messages across and win public support. So it's time to start reading and get spinning.

Genres: Politics

218 pages, Kindle Edition

Published June 2, 2016

Reviews

[Morten Greve · Rating 2 out of 5]

I was disappointed with this one. Richards’ experience is from politics but he has attempted to write a guidebook for all types of PR work. The result is a string of really quite banal tidbits (“don’t lie”, “show empathy”, “prepare for interviews”, etc.), and very little substance. It would have been much better if he had focused on politics and engaged with this sector in much greater detail - for instance, through a few in-depth case studies.

[Marie-Claire Bovet · Rating 3 out of 5]

An easy read that clarifies certain terms that need clarification and is also a useful guide into the day to day decision making of spindocters and strategic communication specialists. Reads rather like an American self help book - with lots of blablabla where a single bla would have sufficed.